For direct marketers, 2014 is about avoiding data minefields
Russell ParsonsDirect marketers start 2014 as they started 2013. They still face the challenge of how to segment and target, how to personalise and to optimise. They still need work out how to harness the dizzying panoply of data available. What will be new to some and an even bigger deal for others in 2014 is: “How do we avoid pissing people off?”